Why You Need a PR Company that
Delivers a Consistent Green Message
 

Recently I attended a teleseminar by the folks behind the “Bad Pitch Blog,” a clearinghouse for bad PR behavior that publicists try their best not to emulate. One of the examples they shared was what they called a “Bad Pitch in a Box” – what was designed to be an awareness-building pitch for an eco-friendly brand came double boxed in non-recycled cardboard.

This is a perfect example of a brand that needs to make sure their public relations campaign sends a consistent green message – and loads of packaging is not the way to do it.

As an eco-friendly PR company that tries very hard to practice what I preach, I also experience the other side of the coin as a writer for The Examiner. Many well-intentioned publicists send me their products for review consideration, but I am shocked how many are packaging these products with Styrofoam peanuts.

I seem to consistently receive huge press kits loaded with glossy articles and photo CDs. Back when I first started in PR, I created press kits as well. And then I learned that not only are they environmentally wasteful, they are economically wasteful and something that most writers have no desire to receive. On the rare occasions when I am asked for a hard copy press kit, I just pop a press release and company bio printed on recycled paper in the mail.

Environment aside, let’s discuss from a marketing perspective why these big, glossy packages are pointless.

 

•      If I needed high resolution photos, I would request them via email. But as a Web site writer, any low res image pulled from the company Web site will suffice.

 

•      Receiving articles published in other publications is often a turn-off for further coverage. Writers and editors want to cover things that are fresh and new. I’ve actually had my own pitches declined by editors who felt my clients had received “too much press.”
   

•      You already emailed me your press release. Why would I possibly need a hard copy?

I try not to hold these environmental PR blunders against the product, because often their public relations is external and they probably have no idea what is being mailed. But they should notice the charges in their invoices for glossy folders and photocopies.

Green companies should make sure that everyone who works with their business displays a clear green message – from their publicists to their packagers to their distributors. It’s hard to control every aspect of what your team is doing – certainly no one has ever fired their publicist for not using a refillable mug. But pay attention to the message you are sending every step of the way. The public is becoming more keen to greenwashing, and editors are more particular about looking closely at things which are marketed as “eco-friendly.” And if all else fails, remember you do NOT want to end up on The Bad Pitch Blog.